Earticle

The purpose of this study is to investigates the effect of SMEs’ digital transformation efforts in O2O platforms on customer engagement. This study focuses on digitalization, which is a practically viable phase for SMEs using O2O platforms among the three digital transformation stages (digitization, digitalization, and digital transformation). This study specifically categorizes digital transformation efforts into three categories: information diversity, responsiveness to customers, and the degree of functional use. To analyze the impact of these efforts on customer engagement, we conducted a zero-inflated negative binomial regression using the dataset provided by Naver SmartPlace, a representative O2O platform in South Korea. The results present that the positive relationship between these aforementioned factors and customer engagement. Thus, this study demonstrates that utilizing O2O platforms can be an effective strategy for SMEs that lack the resources to achieve a successful digital transformation.

In line with the development of platform business, O2O (OnlinetoOffline) platform business have emerged in this era. One of the representative O2O platform business is ridehailing service platform. However, the potential inefficiency has been reported in several news. To deal with this potential inefficiency, demand forecasting is conducted in this paper. Timevarying Poisson process and weighted timevarying Poisson process are employed to model the geospatial count data. In addition, several matrix completion techniques also adapted to preprocess the data. Weighted timevarying Poisson process outperforms than timevarying poisson process. In further studies, deep learning models and experiments are conducted to predict future demands, and optimization problem regarding resource allocation will be discussed.

온라인과 오프라인의 경계가 사라지면서 두 영역을 연결하는 O2O(online to offline) 비즈니스가 등장하고, 온라인과 오프라인 각 채널의 장점이 결합하면서 모바일 환경에서 활용 가능한 다양한 서비스가 확대되고 있다. 특히, 개인 간의 거래 방식을 통합하는 플랫폼 기반 사업자가 가치를 창출하는 비즈니스로서 당위성을 가지면서 생활밀착형 서비스 영역에서 중개형 플랫폼 시장이 빠르게 성장하고 있다. 본 연구는 부동산 중개 O2O 서비스에 초점을 맞추어 부동산 앱의 정보 및 보안 관련 요인들이 앱에 대한 소비자의 신뢰성 지각에 어떠한 영향을 미치는지, 그리고 신뢰성 지각이 앱 이용 의도에 어떠한 영향을 미치는지 살펴보았다. 또한 소비자의 부동산 관련 주관적 지식 수준이 신뢰성 지각과 이용의도 간의 관계를 조절하는지 살펴보았다. 연구 결과에 의하면, 정보의 질, 보안성, 제3자 보증 제공에 대한 선호라는 세 가지 선행요인이 부동산 앱 신뢰성 지각에 정의 영향을 미쳤고, 신뢰성 지각이 앱 이용의도에 정의 영향을 미쳤다. 개인의 부동산 관련 주관적 지식 수준이 높은 집단의 경우에는, 낮은 집단의 경우와 다르게, 신뢰성 지각과 이용의도 간의 정의 관계가 유의하지 않은 것으로 나타났다. 주관적 지식 수준이 높은 소비자의 경우에는 부동산 앱이 각종 장치들을 제공함으로써 신뢰성을 높이더라도 이것이 이용의도의 증가로 이어지지 않았다. 이러한 조절효과는 선행연구에서 보고된 주관적 지식 수준과 구매의도 간의 정의 관계와는 다른 결과라 할 수 있으며, 주관적 지식 수준이 높은 소비자의 이용의도를 높이기 위해서는 상품의 질 관리뿐 아니라 개선된 시스템 구축이나 법률적 제약의 변화가 필요하다는 것을 시사한다.

With the disappearance of boundaries between online and offline, the O2O (online to offline) business connecting the two domains has emerged. Various services that can be utilized in mobile environment are expanding as the advantages of both online and offline channels are combined. Especially, as a platform- based business that integrates individual transactions is recognized as a business that creates value, the intermediary platform market is rapidly growing in the life-friendly service area. This study focuses on the real estate agent O2O service and examines how information and security related factors of real estate apps affect consumers’ trust toward the app, and how trust perception affects intention to use the app. In addition, whether the level of subjective knowledge regarding real estate moderates the relationship between trust perception and intention to use is examined. The present study showed that three antecedents of information quality, security, and the preference for the third party seal positively affect the perceived trust toward the real estate app, and the perceived trust has a significant effect on the intention to use the app. In the case of the group with high subjective knowledge level, unlike the case of the low group, the positive relationship between the trust perception and the use intention was not significant. For consumers with high level of subjective knowledge, even if the real estate app gives credibility by providing various methods, this did not lead to an increase of the intention to use. The result of moderating effect is different from the positive relationship between subjective knowledge level and purchase intention reported in previous studies. In order to increase the use intention of consumers with high level of subjective knowledge, it is suggested that improvement of system quality and legal constraint are necessary as well as product quality management.

본 연구는 현재 의뢰되고 있는 양육의 형태를 보완하는 방안으로 지역사회 내에서 O2O플랫폼을 통해 자녀의 보육 공백시 활용할 수 있는 플랫폼 설계를 위한 기초자료 수집을 위해 진행하였다. 플랫폼 제작을 위한 국내외 보육 정책의 이론적 검토와 보육 수요자, 제공자, 전문가를 통한 설문조사, FGI를 통해 구성되었다. 본 연구결과 가까운 이 웃을 활용하는 보육수요에 대한 설문결과 긍정적인 답변이 높았으며, 관련 자격증을 가진 사람에게는 72.3%의 비율로 맡길 수 있다는 답변이 나왔다. 반드시 필요한 서비스는 집 가까운 곳에서 시간제 보육하는 것이 가장 필요하다고 하 였고, 아이가 아플 때, 등하원시 순으로 나타났다. 보육수요자에 대한 FGI 결과 19개 주제와 10개의 주제군으로 도출 되었고, 6개로 범주화하였다. 보육제공 희망자의 FGI분석결과 10개 주제와 7개의 주제군으로 도출되어 5개로 범주화 하였다. 보육전문가의 FGI분석결과 9개 주제와 6개의 주제군으로 도출되어 4개로 범주화하였다. 해당 플랫폼을 성공적으로 시행하기 위한 정부와 지자체의 지원과 주도를 통해 공공성을 높일 정책적 지원방안을 모 색해야 한다.

This study was conducted to collect foundational data to design a community-based O2O platform that can be used to address gaps in childcare coverage and complement existing childcare arrangements. The research consisted of a theoretical review of domestic and international childcare policies, a survey of childcare consumers, providers, and experts, and focus group interviews (FGI). Survey results showed a high number of positive responses about using nearby neighbors to help with childcare, with 72.3% of respondents indicating they would entrust their children to individuals with relevant qualifications. The most essential services were considered to be part-time childcare close to home, followed by childcare for sick children, and support during school drop-off and pick-up times. The FGI with childcare consumers produced 19 themes grouped into 10 thematic clusters, which were then categorized more broadly into 6 categories. The FGI with prospective childcare providers produced 10 themes in 7 thematic clusters, which were categorized into 5 categories. The FGI with childcare experts produced 9 themes in 6 thematic clusters, which were categorized into 4 categories. To successfully implement the proposed platform, it is necessary to develop policy support measures that enhance public value through the active support and leadership of both central and local governments.

이 연구에서는 성장하고 있는 O2O 기반 식품 배달 플랫폼 서비스의 발전 방안을 모색하였다. 식품 배달 플랫폼은 IT와 신기술 적용을 더 해 기존에 없던 수익구조를 새롭게 창출하고 있으며, 모바일 환경에 익숙한 젊은 세대가 주 소비자로 떠오르고 있다. 연구방법으로는 국내외 배달 플랫폼 사례 조사를 통해서 발전 방안을 제시하였다. 식품 배달 플랫폼 시장은 IT, 물류, 제조, 유통 등의 인수합병을 통한 사업 확장 등 적극적인 발전을 보이며, 앞으로는 수수료 제로, 할인 이벤트를 통한 가입자 유치 등 활발한 마케팅으로 주 소비자들의 지속적인 이용을 끌어내야 한다. 이 연구를 기반으로 향후 식품 배달 플랫폼 외에 다양한 채널의 배달 플랫폼과 더불어 이용 고객의 총체적 경험 가치를 위한 후속 연구가 필요하다.

In this research, the researcher is seeking how to develop growing O2O food delivery platform service. The food delivery platform is newly creating the profit system which wasn’t exist before by adding up IT and new technologies, and young generations who are used to mobile environment have became main consumers. For the methodology of research, internal and external delivery platform cases research is used to suggest the development idea. Food delivery platform market is showing an active development like business expansion by M&A of IT, distribution, manufacturing, circulation and it still has to attract the constant use of consumer through zero commission, discount events. Further research is required for various delivery platform channel and consumer’s value of overall experience, above hereafter food delivery platform based on this research.

본 논문은 O2O쇼핑몰 플랫폼에 있는 상품 검색을 위해 딥 러닝 기반의 이미지 검색 시스템을 이용한 서비스디자인을 제안한다. 인터넷 쇼핑몰에서 판매되는 수많은 제품에 대해서 검색 이미지를 사용하여 보다 편리한 검색 서비스가 가능한 딥 러닝(Deep Learning) 기술을 구현하였다. 본 검색 시스템 구현을 위해 현재 운영 중인 쇼핑몰 업체에서 사용하고 있는 실제 데이터를 실험데이터로 사용하였다. 그러나 본 시스템에서 여러 차례의 검색 실험을 통해서 데이터 성분으로 인한 검색 성능 저하 요인을 확인하였다. 그래서 검색 성능 향상을 위해서 검색에 방해가 되는 학습 데이터를 여러 차례 수정 정리한 후에 검증 데이터를 통해서 실험 결과 값을 수치화 하였다. 이와 같은 실험 결과의 수치 값을 활용하여 본 시스템에서 구현한 서비스디자인 설계에 반영하였다.

This paper proposes a new service design which is deep learning-based image retrieval system for product search on O2O shopping mall platform. We have implemented deep learning technology that provides more convenient retrieval service for diverse images of many products that are sold in the internet shopping malls. In order to implement this retrieval system, real data used by shopping mall companies were used as experimental data. However, result from several experiments have confirmed deterioration of retrieval performance due to data components. In order to improve the performance, the learning data that interferes with the retrieval is revised several times, and then the values of experimental result are quantified with the verification data. Using the numerical values of these experiments, we have applied them to the new service design in this system.

Recently, O2O services are showing rapid growth, but continuous online and offline quality improvement and competitiveness are required. The purpose of this study was to verify the effect of online platform and offline brand quality of accommodation O2O on satisfaction, attachment, and relationship continuity and sharing intention. A survey was conducted on accommodation o2o service users, and 353 samples were used for research analysis, excluding inappropriate data. The hypothesis of this research model was verified through structural equation model analysis. The analyzed research results are summarized as follows. First, all sub-variables of online platform quality had a significant effect on online platform satisfaction, and all sub-variables of offline brand quality had a significant effect on offline brand satisfaction. Second, online platform satisfaction had a significant effect on offline brand satisfaction. Third, online platform and offline brand satisfaction had a significant effect on O2O service attachment. Fourth, service attachment had a significant effect on relationship continuity and sharing intention. In the conclusion of this study, marketing implications for improving online and offline quality and maintaining sustainable customer relationships in the accommodation O2O industry were presented.

This study verified the research hypothesis by establishing a research model to achieve the purpose of empirical analysis on the relationship between O2O platform quality and personal behavioral value and relationship quality. The main results of this study are as follows. First, information quality (hypothesis 1-1), system quality (hypothesis 1-2), service quality (hypothesis 1-3), perceived product quality (hypothesis 1-4), perceived price (Hypothesis 1-5) was statistically significant, indicating a positive effect on individual behavioral value. Second, as a result of empirical analysis of the relationship between O2O platform quality and relationship quality, hypothesis 2, information quality (hypothesis 2-1), perceived product quality (hypothesis 2-4), and perceived price (hypothesis 2-5) While there was a positive effect on quality, system quality (hypothesis 2-2) and service quality (hypothesis 2-3) were not statistically significant. Third, as a result of verifying the relationship between the relationship quality and personal behavior characteristics of hypothesis 3, as the quality of personal behavior improved as the quality of relationship improved, it was required to continuously improve and strengthen the relationship quality.

본 연구는 O2O 플랫폼 외식 서비스에서 최근 심각한 문제로 대두된 소비자 리뷰와 관련하여 실증적 검증 을 통한 실무적인 시사점을 제공하기 위해 진행되었다. 이를 위해 O2O 플랫폼 서비스 품질이 소비자의 행동의 도에 미치는 영향에서 소비자의 리뷰 수용성과 만족의 이중 매개 효과를 검증하고자 했다. 실증 연구를 위한 설 문조사는 O2O 플랫폼 외식 서비스를 이용한 경험이 있는 사람들을 대상으로 진행되었고 유효한 표본 364개가 분석에 사용되었다. 분석 결과로 O2O 플랫폼 외식 서비스 품질, 플랫폼 이용에 대한 리뷰 수용성, 이용 만족, 행동의도 사이의 영향 관계는 상호 간에 유의한 것으로 확인되었다. 다음으로 리뷰 수용성과 만족은 O2O 플 랫폼 외식 서비스 품질과 행동의도 사이의 영향 관계에서 유의적인 부분 매개 효과와 이중 매개 효과가 있는 것으로 나타났다. 특히 O2O 플랫폼 외식 서비스 품질의 세부 요인 중에서 ‘전달성’, ‘반응성’, ‘정보성’, ‘신뢰 성’이 행동의도와 유의적인 영향 관계에 있는 것으로 확인되었다. O2O 플랫폼 외식 사업자는 더욱 효과적인 서비스 마케팅 전략을 위해 이러한 연구 결과에 관심을 기울여야 할 것이다.

O2O platform foodservice industry has been increased so quickly during the Pandemic era, this study was performed to identify the effect of O2O platform food service quality on behavior intention by verifying the sequential mediating effect of the review acceptance and customer satisfaction between the relationship of food service quality and behavior intention. The survey was conducted for those using O2O platform foodservice, and 364 valid responses were used for analysis. According to the analysis results, it has been confirmed that O2O platform foodservice quality, review acceptance, customer satisfaction and behavior intention were significantly related to each other. Second, review acceptance and customer satisfaction in the relationship between O2O platform foodservice quality and behavior intention have been found to be partial-mediated and sequential mediated. Specifically, the factors of ‘delivery’, ‘response’, ‘information’, ‘trust’ from O2O platform foodservice quality had the significant effect on the behavior intention. Therefore O2O platform foodservice business should be focused on this results so that they can use them for more effective service marketing strategies. Specially, the platform business must have more weight on the education and management for both(personal and technical service) sides.

본 논문은 쇼핑몰 플랫폼에 있는 상품을 이미지 기반으로 카테고리를 자동 분류하는 시스템 구현에 관한 연구내용이다. 인터넷 쇼핑몰에서 판매되는 수많은 제품은 용도 중심으로 정의된 카테고리 구조 속에서 제품을 분류하고 있다. 하지만 상품의 분류가 불확실하여 쇼핑몰 판매자 판단으로 분류된 상품과 구매 사용자 판단이 다를 경우는 카테고리 분류에 의한 검색이 어렵다. 본 연구에서는 상품 이미지를 이용하여 딥 러닝(Deep Learning) 기술에 의한 분류와 검색 방법을 제안하며, 상품 이미지만으로 분류를 수행 한 후, 검증 데이터를 통해서 그 속도와 정확도를 수치화하였다. 또한, 성능 비교는 동일한 검증 데이터를 사용하여 실험 참가자의 설문 테스트를 통해서 그 사용성 평가를 실시하였다.

In this paper, we propose a system whereby one can automatically classifies categories based on image data of the products for a shopping mall platform. Many products sold within internet shopping malls are classified their category defined by the same use of product names and products. However, it is difficult to search by category classification when the classification of the product is uncertain and the product classified by the shopping mall seller judgment is different from the purchasing user judgment. We proposes classification and retrieval method by Deep Learning technique solely using product image. The system can categorize products by using their images and its speed and accuracy are quantified using test data. The performance is evaluated with the test data. In addition, its usability is tested with the participants.

Recently, we confirmed the customer food and beverage lifestyle orientation of food and beverage O2O platform service companies, and as the external environment changed for a long time, the emotional change state was applied to the aviation tourism industry by applying implications that can be applied to companies focusing on food and beverage tendencies and service use behavior. We would like to suggest implications that can contribute to industrial development. To this end, we measure the representative ‘boring’ among the emotional state changes that vary according to the degree of behavior according to the consumer’s voluntary self-quarantine tendency and the COVID-19 situation in the external environment. In addition, as six representative factors of consumer’s dietary lifestyle orientation, a total of 296 copies were divided into four clusters through factor, cluster, and discriminant analysis through a mobile survey centered on college students, a consumer class that should be noted recently. Cluster 1 is a <Health and Safety Concentrated> group with relatively high health and safety orientation and low rest orientation. Cluster 2, <Accepting anything for the sake of taste> has the highest taste orientation and very low social or health safety orientation. As a group, Cluster 3 has high convenience and social orientation, and low trend food exploration orientation. <Together but Easily> Group, Cluster 4 has very high sociality, fashion, and food exploration orientation, and relatively health, safety orientation and Convenience orientation was named the low <Exchanging Trendy Challenge> group. These clusters showed no significant difference in the tendency to self-quarantine, but the expression of the emotional state of boredom was different. It is judged that service companies in the aviation tourism industry will be able to get help in managing customer relationships by planning and applying targeted services that can meet their needs for each market segment where college students’ tendencies affect their emotional state.

Online and offline channel integration as a newly rapid development business model encourages Chinese enterprises to promote the development of the Inte rnet platform combined with traditional sales mode. This paper analyzed the effects of online and offline channel on platform continuance intention. The 317 questionnaires were delivered to Chin ese respondents through QQ and Wei xin, and we received 309 valid respon ses (97.5%, response rate). The valid responses were analyzed with SPSS23 version for a statistical treatment. The result shows that online and offline ser vice have a positive impact on ,especi ally, task technology fit model (TTF) a nd technology acceptance model (TA M) have a positive influence on platfor m continuance intention with in online channels, and information system (IS) positively impacts on customer satisfa ction. Finally, O2O platform utilization of online channel has much influence on O2O platform continuance utilization through customer satisfaction of offline channel.

As more and more smart-phones become more functional, the number of O2O service users will increase dramatically. Moreover, platform operators will also develop various services. Therefore, in this study, we conducted survey of O2O platform consumers platform usage and frequency of use. We define O2O industry, examine the domestic and overseas industry trends, and analyze the change hehavior of domestic and overseas O2O industry through case study method. In particular, we analyze the behavior of O2O service market in everyday, periodic and information service industries through the case study in O2O industry linking online and offline shopping. In addition, the electronic commerce such the O2O market is activated by application developers of platform companies. Survey results showed that O2O platform consumers find it essential that the speed of web loading should be fast when the consumer connects, the payment method should be simple when paying, the security should be thorough, and refund should be easy. Also, because consumers are interested in product reviews before purchasing, platform operators should strategize accordingly by offering excellent customer service inclusive coupon and discount.

본 논문에서는 최근 O2O(Online to Offline) 플랫폼 서비스의 등장과 관련하여 다양한 O2O 서비스에 전자상거래소비자보호법이 적용될 수 있는지 여부, 적용되는 경우 적절한 소비자 보호가 이루어지고 있는지를 다루었다. 이를 고찰함에 있어서는 학설상으로 전자상거래소비자보호법이 O2O 서비스에 관하여는 제대로 기능하고 있지 못하다는 비판이 존재하고 있어서 이러한 학설에 대한 비판적 고찰을 겸하였다. 이를 위하여 대표적인 O2O 서비스 유형인 배달앱 서비스 플랫폼, 카카오헤어샵, 네이버 예약 서비스의 특성을 살펴본 후, 학설상 논의되는 O2O 서비스 관련 당사자의 법적 지위 및 의무를 살펴보았다. 또한 O2O 서비스 및 플랫폼 사업자에 대한 전자상거래소비자보호법의 적용제외 가능성을 다각도로 살펴보았다. 결론적으로 첫째, O2O 사업자와 O2O 서비스 플랫폼 사업자의 법적 지위에 관한 혼란은 문헌상의 혼란일 뿐, 구체적인 계약당사자가 누구인지를 기준으로 본다면 통신판매업자 및 통신판매중개업자가 개념적으로 명확히 드러난다는 점을 지적하였다. 따라서 현실적으로 소비자와의 계약 체결을 하는 당사자가 누구인지가 드러나지 않는 경우에는 이러한 사업자들이 하는 면책고지는 아무런 효력을 가지지 못하게 된다. 둘째, 인접지역에 대한 음식료 및 일상용품의 배달에 관한 전자상거래소비자보호법 제3조 제4항의 적용제외 규정은 계약당사자 확정을 함에 있어서의 혼란으로 인해 일부 타당성을 결하고 있다는 점을 지적하였다. 그에 따라 통신판매중개자에 관한 규정 중 정보제공의무 및 청약철회에 관한 제20조의2 제3항만 적용을 제외하면 되고 나머지 규정은 그대로 적용하는 법개정이 필요하다. 셋째, O2O 서비스를 통해 광고, 예약 및 판매를 하는 중소사업자가 다른 법률을 통해 사업자신고, 영업허가를 받고 있다면 부담을 덜어주기 위하여 통신판매업 신고의무를 면해주는 법 개정이 필요하다는 점을 지적하였다.

Dieser Aufsatz behandelt die Frage, ob das E-Commerce Verbraucherschutzgesetz auf das neue O2O(Online to Offline) Platform Service angewendet werden kann und wenn das Schutz durch das Gesetz effektiv ist. Dabei wurde auch die Verwirrung in der Literatur uber die begriffliche Unterscheidung zwischen Unternehmer und Vermittler im EC und die Kritik uber das EC-Verbraucherschutzgesetz besprochen. Dies wurde durch die O2O Platform Service, wie z.B. Lieferungs-App, kakaohairshop und naver easybooking untersucht. Im Ergebnis kann als erstes sagen, daß die Verwirrungen in Literatur uber den Begriff auf Mißverstandnisse beruhen. Auf Grund der Festellung, wer der Vertragspartner des Verbrauchers ist, ist die rechtiche Stellung des Unternehmers und der Vermittlers zu bestimmen. Wenn die Service Platform nicht daran interessiert ist, ob sie Verkaufer oder Vermittler ist, dann muß er als Verkaufer oder mit dem Verkaufer gemeinschaftlich haften. Dabei reicht der einfache Haftungsausschluß, dass sie nicht Verkaufer ist, nicht. Zweitens, die Ausnahmeregelung des § 3 Abs. 4 ist wegen der Verwirrung uber den Vertragspartner nicht ganz berechtigt. So soll die Pflichten des Vermittlers nur in Beziehung uber die Pflichten des Verkaufers von der Anwendung weggenommen werden und die Pflichten als Vermittler soll bestehen bleiben. Drittens, die Ausnahmeregelung des § 3 Abs. 4 kann nicht auf Service Unternehmen angewendet werden. Jedoch ist eine Gesetzesanderung benotigt, die Anmeldungspflicht dieser Unternehm zu erlassen, da diese schon durch andere Gewerbegesetze sich anmelden oder eine Genehmigung erhalten mussen.

In this study, in order to understand the effect of O2O platform food delivery service characteristics on perceived value and choice attribute, consumers' perceived value was classified in detail and the influence relationship on customer satisfaction, acceptance intention, and repurchase intention was analyzed. The moderating effect of food involvement was investigated, and the results of hypothesis testing to achieve the purpose of the study are summarized as follows. In this study, from September 10 to 30, 2020, online (using Google Drive) and offline, 390 questionnaires were analyzed for users who have experience using the O2O platform delivery service. was used. As a result of the relationship between the various factors of the characteristics of the O2O platform food delivery service and the perceived value, the need to build a platform that can continuously develop all of the delivery service factors is suggested. presented a practical marketing strategy to secure repurchase.

본 연구는 외식 O2O 플랫폼서비스 특성의 하위차원인 안전성, 오락성, 경제성, 상호작용성이 지각된 가치 및 신뢰에 미치는 영향력을 검증하고, 지각된 가치가 신뢰 및 사용의도에 미치는 영향력을 검증하고자 하였다. 자료 수집은 2019년 3월 10일부터 30일까지 인터넷을 통하여 온라인 설문조사를 실시하였다. 총 500부의 설문지를 배포하고, 불성실한 응답을 제외하고 385부를 분석에 사용하였다. 분석결과를 제시하면 다음과 같다. 첫째, 안전성, 오락성, 경제성은 지각된 가치에 유의미한 영향관계를 형성하고 있는 것으로 분석되었다. 그러나, 상호작용성은 유의미한 영향력을 미치지 못하는 것으로 분석되었다. 둘째, 안전성, 오락성, 경제성, 상호작용성은 신뢰성에 유의적인 영향관계를 형성하고 있는 것으로 분석되었다. 셋째, 안전성, 오락성, 경제성, 상호작용성은 사용의도에 유의적인 영향을 미치는 것으로 분석되었다. 넷째, 지각된 가치는 신뢰성에 유의미한 영향력을 미치는 것으로 분석되었다. 다섯째, 신뢰는 사용의도에 유의미한 영향력을 형성하지 못하는 것으로 분석되었다. 따라서 이와 같은 분석결과를 바탕으로 외식 O2O 플랫폼서비스에 유용한 시사점을 제시하였다.

The purpose of this study is to investigate the relationship between safety, entertainment, economy, and interactivity on perceived value and reliability and to investigate the effect of perceived value on reliability intention respectively. Data collection was conducted online from March 10 to 30, 2019 on the internet. A total of 500 questionnaires were distributed, and 385 of them were used in the final analysis of the results, excluding the poor responses. The analysis results are as follows. First, safety, entertainment, and economic performance were analyzed to have significant effects on perceived value. On the other hand, it was found that interactivity had no significant effect. Second, safety, entertainment, economics, and interactivity have a significant effect on reliability. Third, safety, amusement, economics, and interactivity have significant effects on intention to use. Fourth, perceived value has a significant effect on reliability. Fifth, reliability did not have a significant effect on intention to use. Therefore, based on the results of this analysis, we suggest some useful implications for O2O platform service.

본 연구는 선행연구를 바탕으로 모바일 플랫폼 서비스를 지속적으로 사용할 수 있도록 서비스 플랫폼을 어플리케이션을 사용하는 외식소비행동 과정으로 O2O 플랫폼 서비스 특성을 검증하는 것이다. 즉, 안전성, 오락성, 경제성, 상호작용이 신뢰와 유용성 그리고 지속적 사용의도를 주요 구성개념으로 요인간의 영향관계를 검증하였다. 자료 수집은 2018년 12월 5일부터 12월 23일까지 외식업체 O2O 플랫폼 서비스를 이용한 경험이 있는 만 18세 이상의 이용자 400명을 대상으로 설문조사를 실시하였다. 총 376부를 회수 하였으며, 이 중 부적합한 설문지 27부를 제외한 349부에 대하여 SPSS 23.0과 AMOS 23을 이용하여 요인분석과 신뢰성 검증을 실시하고, 제시된 연구가설을 검증하기 위해서 구조방정식 분석을 실시하였다. 분석결과를 요약하면 다음과 같다. 첫째, 상호작용, 경제성은 유용성에 유의적인 영향을 미치는 것으로 분석되었다. 반면, 오락성과 안전성은 유용성에 유의적인 영향을 미치지 못하는 것으로 나타났다. 둘째, 상호작용, 경제성, 오락성, 안전성은 신뢰성에 유의적인 영향을 미치는 것으로 분석되었으며, 유용성은 신뢰성에 유의적인 영향을 미치는 것으로 분석되었다. 셋째, 상호작용, 경제성, 오락성, 안전성은 사용의도에 유의적인 영향을 미치는 것으로 분석되었다. 마지막으로, 유용성은 사용의도에 유의적인 영향을 미치는 것으로 분석되었으며, 신뢰성은 사용의도에 유의적인 영향을 미치는 것으로 분석되었다. 따라서 이와 같은 분석결과를 토대로 외식기업 플랫폼 서비스 어플리케이션에 유용한 시사점을 제시하였다.

This study is to verify the characteristics of O2O platform service by using the service platform application as a food consumption behavior process so that mobile platform service can be continuously used based on previous research. The purpose of this study was to examine the relationship between safety, entertainment, economics, and interaction with factors such as trust, utility, and persistent intention. The data collection was conducted from December 5, 2018 to December 23, 2009, using 400 O2O platform service users who were over 18 years old. A total of 376 copies were retrieved. 349 copies of the unsuitable questionnaire were analyzed using SPSS 23.0 and AMOS 23, and the structural equation analysis was conducted to verify the reliability of the proposed study hypothesis. The results of the analysis are summarized as follows. First, interaction and economics have a significant effect on usability. However, entertainment and safety did not significantly affect usability. Second, interaction, economics, entertainment, and safety have a significant effect on reliability, and usefulness has a significant effect on reliability. Third, interaction, economics, entertainment, and safety have significant effects on intention to use. Lastly, usefulness has a significant effect on intention to use, and reliability has a significant effect on intention to use. Therefore, based on the results of this analysis, I suggested some useful implications for the food service delivery app.

4차 산업혁명은 온라인과 오프라인을 유기적으로 융합하는 O2O(Online to Offline)에 의해 제조업, 소비자 요구, 가상정보를 결합한 스마트 제작과 서비스를 시공간의 제한 넘어 현장에서 구현하는 것을 목표로 한다. 본 논문은 왜 4차 산업혁명이 O2O 플랫폼으로서 현실 공간과 단절된 가상 세계에 몰입하는 VR(가상현실)보다 AR(증강현실)에 주목해야하는가를살펴본다. 즉 이 연구는 기술과 인간의 협력적 앙상블을 강조한 질베르시몽동(Simondon, Gilbert)에게서 상상력과 이미지의 유기적, 변환적 역동성이 구현된 ‘상상적 발명’, 나아가 ‘공동체성’에서 인간 존재의 사회적⋅ 실존적 특징을 탐구해 온 낭시(Nancy, Jean-Luc)의 ‘엑토피아(ectopie)와 코르푸스(corpus)의 공동체’에 근거해 AR의 존재론적 특성과 의미를 고찰한 것이다. 그 결과 AR이란 사용자가 현실 대상과 가상정보 사이의 상호적인 지각과 상상의 관계를 유지하며 실행 중인 경험활동을 통해 리얼리티가 온전히 나타날 수 있게 해주는 ‘매개적 리얼리티’임이 밝혀진다. 따라서 AR 플랫폼은 다시 인간의 솜씨와 정서를 교감할 수 있는 실존적, 아날로그적인 삶의 가치를 회복시켜준다는 점에서 VR보다 우월하다는 것이 드러난다. 요컨대 4차 산업혁명의 플랫폼으로서 AR의 혁신적 변화가기술의 ‘자기조직화(self-organization)’라는 파국 앞에서 행위주체가 가상정보와의 진행형적 상호작용을 통해 새로운 교육, 직업으로의 전환은 물론효율적이면서도 지속가능하고 정감적인 사회적 공동체를 생성할 수 있는기회가 될 수 있음이 또한 밝혀진다.

The purpose of the fourth industrial revolution is to produce and give services on the spot by utilizing O2O (Online To Offline) regardless of time and space that combine production, consumers’ demand and virtual information online and offline. This study has examined why the 020 Platform in the fourth industrial revolution should be based on AR rather than VR that is disconnected from real space. This study investigated the ontological feature of AR based on two: Gilbert Simondon’s idea of imagination and images that emphasized the cooperative ensembles between human beings and machine and Jean-Luc Nancy’s concept of the community of Ectopie and corpus that concentrated on the social and existential feature of humans based on the spirit of community. As a result, AR has turned out to be mediational reality through which the users can maintain reality in the process of their experience as they are maintaining the relations of mutual recognition and imagination between the real objects and virtual information. AR Platform, therefore, is superior to VR in that it can help recover the value of existential and analogue life with which the users can commune with human skills and emotions. Through its revolutionary changes, AR Platform in the fourth industrial revolution can help the main agent to make a progressive interaction with virtual information ? when confronted by the catastrophe of the technological self-organization ? and can advance into the new realms of education and careers and provide a new opportunity to create effective, sustainable, and emotional communities.

This study investigated the e-commerce platform food delivery O2O service of restaurant companies. Recognizing the need for ways to maximize the efficiency of marketing activities, a demand model for the O2O platform consumption market was established. The purpose of the study is to understand the behavior of consumers using the O2O platform service of restaurant companies through demand determinants estimation, and to understand the determinants that affect the demand of consumers in the O2O platform service market. The truncated Poisson model (TP) was used as the demand model, and the analysis was conducted by applying the truncated negative binomial model (TNB) as an alternative model for fear of overdispersion. As a result of the analysis, both the truncated Poisson model and the truncated negative binomial model were found to be statistically significant. Since the dependent variable analyzed in this study has a statistically significant problem of transient variance, the TNB model was applied in this study and the explanatory variable for the demand model was interpreted accordingly. Accordingly, the TNB model considering overdispersion showed a more improved fit of the model than the TP model, and significant variables were identified in the O2O platform demand determinants, focusing on the TNB model. As a result of the estimation of the demand model, the variables that have a positive (+) effect on the demand for the O2O platform of restaurant companies were unmarried, single-person households, and snack menus were preferred, and convenience and information factors were found in the O2O platform service attribute factors. As variables influencing negative (-), the form menu and the O2O platform service attribute factors were investigated as economic factors. This study will complement the objectivity of the research by conducting an empirical study through a survey that diversifies and segments the target audience of O2O platforms for food service companies, and we hope to conduct a study that separates food service e-commerce platforms.